social media in sports event

When promoting and publicizing a sporting event, social media and the use of technology have become great tools for reaching an audience of consumers. Please do some research online, in the Sports Business Journal, or through other outlets to find an example of a sports organization that has made effective use of social media and technology in reaching spectators. Or, if you have experience in this area either personally or as a fan, you can share that experience. What did you like about their social media campaign and is there anything else that you would suggest to enhance their efforts?